Day 041 - 28 Oct 94 - Page 43
1 that we saw, they were always the typical McDonald's meal,
2 basically the Big Mac or cheeseburger, french fries and
3 soft drink; is that fair comment, that that is the main
4 promotional meal that you are projecting?
5 A. No, that varies at different times and to suit
6 different objectives. In the past we have advertised
7 chicken very heavily, breakfast we have advertised heavily.
8
9 Q. But of those films that we saw are they a fairly
10 representative sample of your adverts?
11 A. Well, we have produced in the last few years something
12 like 130 different commercials.
13
14 Q. But that sample which is shown -----
15 A. But I think the sample there was showing some of our --
16 more of our core products. We have been on television with
17 pies, with cherry pies.
18
19 Q. OK, so would it be more accurate to say that basically the
20 hamburger (with or without cheese), fries and the soft
21 drink is the core combination but there are others that
22 occasionally are promoted as well?
23 A. The core sale of McDonald's products and, therefore,
24 what we advertise, because that is where your return is, is
25 in those core hamburger products which I would include
26 chicken as well within there, a fries and a drink.
27
28 Q. Would it be possible for you to choose to promote, for
29 example, salads in the same way that you promote that core
30 combination in those films? Could you spend, you know, £15
31 million of TV advertising that promoted salads, if you
32 chose to?
33 A. It would be possible to do so but foolish from a
34 marketing point of view to spend £15 million supporting
35 salads at our restaurants.
36
37 Q. May be salad is not a good example because it is not
38 available at all your stores, only in a limited number.
39 You say you are a hamburger corporation, but you said that
40 your concern is quality service, value, cleanliness,
41 whatever the phrase is -- sorry, when you nod you have to
42 say "yes" because otherwise it does not get on the
43 transcript.
44
45 MR. JUSTICE BELL: I think he is probably waiting for the end of
46 your question.
47
48 MR. MORRIS: He did nod.
49
50 MR. JUSTICE BELL: That may just be an indication that he is
51 following what you are putting to him.
52
53 MR. MORRIS: Yes. (To the witness): You are not restricted to
54 hamburgers; presumably, McDonald's, is it not, is capable
55 of selling, as you say, fish products; it is capable of
56 selling any product, presumably, that people can eat, any
57 popular product? It would not affect its quality and
58 service and all the other things?
59 A. I am sure it would be possible for us to sell other
60 products, and if we sold too many other products, then it
